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Buyer Behaviour BUYING & DISPOSING

Buyer Behaviour BUYING & DISPOSING. Chp. 10 With Duane Weaver. OUTLINE. Issues in Buying and Disposing Consumption Situation E-Commerce : Consumer’s Perspective Marketer’s Perspective Post - purchase Satisfaction Product Disposal VIDEO. Issues in Buying and Disposing. Antecedent

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Buyer Behaviour BUYING & DISPOSING

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  1. Buyer BehaviourBUYING & DISPOSING Chp. 10With Duane Weaver

  2. OUTLINE • Issues in Buying and Disposing • Consumption Situation • E-Commerce: • Consumer’s Perspective • Marketer’s Perspective • Post-purchase Satisfaction • Product Disposal • VIDEO

  3. Issues in Buying and Disposing Antecedent States Purchase Environment Postpurchase Processes • Situational Factors • Usage Contexts • Time Pressure • Mood • Shopping Orientation • The Shopping Experience • Point-of-Purchase Stimuli • Sales Interactions • Consumer Satisfaction • Product Disposal • Alternative Markets

  4. Consumption Situation(1of 2) (situational effects) • Physical Surroundings • Décor, smells, temperature • Social Surroundings • Presence or absence of clientele • Private resort vs. night club • Temporal Factors • Perceptions of time impact decisions • Antecedent States • Mood and psychological states influence evaluations • Shopping Orientation • Economic, recreational, apathetic, ethical

  5. Consumption Situation(2of 2) (situational effects) • Salesperson • Interaction,knowledge • Store Image • Retailing as Theatre • In Store Decision Making • Spontaneous shopping, impulse buying, point of purchase stimuli • E-commerce

  6. Pros Shop 24 hours a day Less traveling Quick access to information Increased product choices Greater price information Participate in virtual auctions Fast delivery Electronic communities Cons Lack of security Fraud Cannot touch items Selection is difficult High return rate Potential breakdown of human relationships E-Commerce: Consumer’s Perspective

  7. Pros Worldwide marketplace Decreases costs of doing business Very specialized businesses can be successful Real-time pricing Cons Lack of security Must maintain site to reap benefits Fierce price competition Conflicts with conventional retailers Legal issues not resolved E-Commerce: Marketer’s Perspective

  8. Post-purchase Satisfaction • Expectancy disconfirmation model • satisfaction depends on the degree to which performance is consistent with expectations REALITY REINFORCES PERCEPTION Acting on Dissatisfaction: 1) Voice Response 2) Private Response 3) Third-Party Response

  9. Product Disposal WHY ON EARTH do we/should we CARE about how or why/when consumers DISPOSE?What is the impact to our business? Is there any at all? Disposal Options: Keep Item Dispose Permanently Dispose Temporarily Lateral cycling: A process where already-purchased objects are sold to others or exchanged for other items What is the IMPACT?

  10. THANKS • See you next class…

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